The Startup CPG Podcast · 20 Aug 2024 · 54m · Episode 69
Jason Murrell, Director of Grocery at JIMBO’S, a San Diego-based organic retailer, explains how the company prioritizes regenerative organic certification (ROC) and strict ingredient standards to curate its ~13,000 SKUs. He details the sourcing process, emphasizing partnerships with brokers like Yin Yang and Foundation Foods, and distributors such as Ke-Unity and Seacoast, while managing direct vendor relationships. Murrell outlines specific retail strategies, including a 20-30% promotional discount structure and the importance of product demos and taste testing in driving velocity for local and emerging brands.
companies scaling up
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S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Jeni Britton, founder of Jeni's Splendid Ice Creams and her new fiber company Floura, advises three early-stage founders on marketing, fundraising, and PR. Jesse Koenig of Jesse & Ben’s discusses how to market his healthy frozen fries to grocery buyers without relying solely on the 'seed oil' narrative. Casey White of Jaju Pierogi asks how to sustainably grow her dumpling brand to big-box retailers like Costco without losing control to outside venture capital. Callie Zeher of Ube.co seeks guidance on hiring a PR firm for her purple sweet potato pet treats while balancing her full-time science career.
Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.
Jeni Britton Bauer, founder of Jeni's Splendid Ice Creams, discusses the evolution of her Columbus, Ohio-based company from a 2002 farmer's market stall to a national brand with nearly 40 scoop shops and Whole Foods distribution. She explains her decision to shift from a 'wannabe artist' aesthetic to a clean, pharmacist-like look to better communicate the quality of her product, and details her rigorous, relationship-driven sourcing of dairy and fruit. Bauer emphasizes that her success stems from years of 'boots on the ground' learning in ice cream chemistry and math, rejecting early growth in favor of perfecting recipes that exclude egg yolks, stabilizers, and corn syrup.
Yohan Jacob, founder of RetailBound, explains how emerging hardware brands can scale sales after securing retail placement with major chains like Walmart, Best Buy, and Costco. He outlines three critical KPIs for buyers—top-line revenue, profit, and inventory turns—and details strategies to drive them, including marketing, sales associate training, and planogram compliance. Jacob emphasizes that early-stage companies should prioritize revenue growth and market share over immediate profitability, leveraging local PR and 'guerrilla marketing' to build momentum before expanding nationally.
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